Greetings from the Ritz Carlton Resort in Naples, Florida, where I am currently attending the Glossy Future of Fashion & Luxury conference! I am learning so much here, some of which I’ll be sharing with you as we continue the Customer Journey.

Right now, though, I want to collectively address the responses I’ve gotten from people who have no clue where to start with last month’s questions.  Since I crossed my heart and pinky swore, I will not be revealing who said what. However, you’re all perfectly welcomed to be vain and think this article is about you.

Let’s start with my first question: why should a customer purchase from you?

If you were sitting across from me and asked me this, I would begin with my process.  And that process begins with you as a company.

You see, before you graced me with your physical presence, I have already scoured the internet for your digital presence. I will arrive to our meeting knowing already why you wanted to meet with me. By the time our meeting concluded, you’d be convinced you need me by your side. Not because of my vast experience and success with other companies, but because you feel like I get you and understand your company.

You would buy from me because I make you feel special. I make you feel understood.  I make you feel heard.

How are you making your customers feel special, understood and heard?

Answering this question well is how you capture the hearts, minds and loyalty of luxury consumers. It’s what makes customers purchase from you. But this is a broader discussion for a future article.

In this article, know that I’m trying to trick you.

Yes, this is a trick question, because I know your mind is immediately going towards how you think your customers feel about your brand.

Let me make an utterly shocking revelation: it really isn’t about your customers. It comes back to you.

Continue this article on The PR Advisor website!

As always, lovelies, send me your most press PR and marketing questions!